Johnna Shryack

Resistance to change in inevitable, and yet growth and expansion cannot occur without it. Change is simply taking a known idea or process and expanding on it in a different direction. That known process or idea is referred to as the “common ground”. In business, as in life, a process or idea is put into place and utilized to reach an expected goal; an example of this could be found at the local retail checkout counter. Three feet before the register is a stand of under a dollar items, simply displayed and yet never advertised. These items are stocked more in the store than any other counter; why you ask, because as you wait in line to purchase your items you browse in boredom, scanning this counter. Over three quarters of people in this line will pickup and purchase at least one of these items. The goal of selling these products is obtained. Now we want to increase the profitability of the store. I choose to use the same register display concept, but increase the price point by seventy-five cents per item. I have used the “common ground” principle and changed it to achieve my new set of goals; increased